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Best Concept Boutique New York 2012 - Story

Story

Story

144 10th Ave.

New York, NY 10011

212-242-4853

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When a friend first invited us to spend an hour shopping around this year's pick for best concept boutique, our initial Google search left us with a lot of questions. Describing itself, the place said it "has the point of view of a magazine, changes like a gallery, and sells things like a store." But, we wondered, isn't that kind of the point of every shop? While we're mulling that over, you should visit and decide for yourself. Every few weeks, the 2,000-square-foot Story—the brainchild of marketing consultant Rachel Shechtman, of Gilt, Bliss, and AOL fame—changes themes (the first was "Love," the latest, "New York Story") and completely redecorates itself to match its new inventory. We popped in during the "Color" installment and found brightly patterned apparel, vintage-looking stationery, and a fun selection of cosmetics, candles, and pet accessories. Each new edition of Story is kept under wraps until its debut, but expect the newest concept to launch in a couple of weeks. 144 Tenth Avenue, 212-242-4853, thisisstory.com (10011)

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